CONDOMS are the latest product to be hit by shrinkflation.

Shoppers are having a hard time figuring out why a box of “Elite” rubbers by trendy brand Skyn has gone from 22 to 20 but costs the same.

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And a hike at high street chain Superdrug has also proved a flop with buyers.

It was previously flogging 24 packs of the “vegan-friendly” contraceptives from Skyn’s range for £14.99.

Now, it only sells packs of ten for £10.49.

One shopper said online: “Now even sex is undergoing shrinkflation.”

Another made a joke of the product’s branding, saying it should be: “Thinner, softer, fewer.”

Skyn condoms have seen their popularity swell thanks to a non-latex, skin-friendly material.

The firm says it is “technologically advanced” and “proven to enhance stimulation”.

The sales pitch continues: “It feels so soft and comfortable that you’ll barely notice wearing it, allowing you and your partner to feel everything.”

The company has positioned itself as the main competitor to Durex.

Skyn and Superdrug were both contacted for comment.

What is shrinkflation?

Skrinkflation is when manufacturers shrink the size or quantity of a product but keep the price the same.

This means that consumers will end up paying more for the same amount or product.

They do this to help them to cope with rising costs of producing an item.

Why are products axed or recipes changed?

ANALYSIS by chief consumer reporter James Flanders.

Food and drinks makers have been known to tweak their recipes or axe items altogether.

They often say that this is down to the changing tastes of customers.

There are several reasons why this could be done.

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For example, government regulation, like the “sugar tax,” forces firms to change their recipes.

Some manufacturers might choose to tweak ingredients to cut costs.

They may opt for a cheaper alternative, especially when costs are rising to keep prices stable.

For example, Tango Cherry disappeared from shelves in 2018.

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It has recently returned after six years away but as a sugar-free version.

Fanta removed sweetener from its sugar-free alternative earlier this year.

Suntory tweaked the flavour of its flagship Lucozade Original and Orange energy drinks.

While the amount of sugar in every bottle remains unchanged, the supplier swapped out the sweetener aspartame for sucralose.

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A large hit to profit margins may push a company to reduce the size of its products rather than push up the price.

You can often spot shrinkflation if a company redesigns its packaging or uses a new slogan.

It is often used in the food and drink industry but can also happen in almost all markets.

But companies often risk putting off customers if they notice that they are getting less for the same price.

Have other products been affected?

Condoms are not the only product to be the victim of shrinkflation.

Cadbury has shrunk the size of its Buttons selection box from 375g to 340g.

When it launched last year the box contained Salted Caramel Buttons, Caramilk Buttons and Orange Giant Buttons.

But this year it has been tweaked to include White chocolate buttons, Caramel Nibbles and Milk Chocolate Buttons.

Meanwhile, earlier this month Herbal Essences customers were outraged to discover that its conditioner had shrunk.

The Dazzling Shine, Hello Hydration, Daily Detox and Ignite My Colour products have been reduced by almost a third.

They have reduced from 400ml to 275ml in recent months but still have a sticker price of around £2.

Plus fans of Jelly Babies were horrified to discover that bags of the treat are now more than ten per cent smaller.

Share bags have been cut from 190g to 165g, equivalent to two or three fewer babies per pack.

Do you have a money problem that needs sorting? Get in touch by emailing money-sm@news.co.uk.

Plus, you can join our Sun Money Chats and Tips Facebook group to share your tips and stories

THOUSANDS of pensioners looking to claim Pension Credit should be aware of a loophole that could see them lose out on benefits.

Pension Credit gives you extra money if you claim the State Pension and are on a low income.

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Over one million retirees get the financial support, with the figure expected to rise as more households look to claim the benefit to get access to the Winter Fuel Payment.

That is because cuts made by Chancellor Rachel Reeves mean only those on means-tested benefits – which includes Pension Credit – get the £300 support.

But now a fresh report published by the Social Security Advisory Committee has warned those considering applying for the support.

The document states that those claiming Child Tax Credit could actually be worse off financially if they moved to claiming Pension Credit

Child Tax Credit is given to parents or grandparents looking after children aged up to 16, or in some instances children under 20 if they remain in full-time education.

On average, the amount you receive per year comes to £545, but this can increase depending on the number of children you care for or if they are living with a disability.

But if you are already claiming the credit and then try to apply for Pension Credit, you will no longer receive the payments.

The report read: “There is a potential risk that some people may take steps to move onto Pension Credit in the belief that this would be beneficial, but “ultimately be financially disadvantaged.”

This is because they will lose their “transitional protection,” which is money the government gives as support to households as they move from other benefits to Universal Credit or Pension Credit.

This has been introduced as the government steams ahead with its managed migration process.

As part of the move legacy benefits – such as Tax Credits, Housing Benefit, Income Support, Jobseeker’s Allowance and Income-Related Employment and Support Allowance – are all being phased out.

All claimants will then be moved to Universal Credit by the end of April 2025.

The report, went on to say: “Pensioners currently in receipt of Child Tax Credit would lose their entitlement to transitional protection should they migrate to Pension Credit.”

If you are not claiming Tax Credits and are worried about energy bills this winter then you should consider applying for Penson Credit.

The support tops up your weekly income to £218.15 if you are single or to £332.95 if you have a partner.

It will also give you access to the Winter Fuel Payment, which is a one-off payment of £300 to help with energy costs over the winter.

What can you get on pension credit?

If you live with a partner and you are both State Pension age then your weekly income must fall below around £350.

However, if your income is slightly higher, you might still be eligible for Pension Credit if you have a disability, you care for someone, you have savings or you have housing costs.

You could get an extra £81.50 a week if you have a disability or claim any of the following:

• Attendance allowance
• The middle or highest rate from the care component of disability living allowance (DLA)
• The daily living component of personal independence payment (PIP)
• Armed forces independence payment
• The daily living component of adult disability payment (ADP) at the standard or enhanced rate.

You could get the “savings credit” part of pension credit if both of the following apply:

• You reached State Pension age before April 6, 2016
• You saved some money for retirement, for example, a personal or workplace pension

This part of Pension Credit is worth £17.01 for single people or £19.04 for couples.

Pension Credit opens the door to other support, including housing benefits, cost of living payments, council tax reductions and the Winter Fuel Payment.

Claims for Pension Credit also open doors to a number of freebies and discounts.

For example, Pension Credit claimants over 75 qualify for a free TV licence worth up to £169.50 a year.

Claims for the benefit also provide eligibility to £25 a week cold weather payments and the £150 warm home discount.

Help with managed migration

Anyone moving from tax credits to Universal Credit can find help in a number of ways.

You can visit your local Jobcentre by searching at find-your-nearest-jobcentre.dwp.gov.uk/.

There’s also a free service called Help to Claim from Citizen’s Advice:

• England: 0800 144 8 444
• Scotland: 0800 023 2581
• Wales: 08000 241 220

You can also get help online from advisers at citizensadvice.org.uk/about-us/contact-us/contact-us/help-to-claim/.

Awareness around neurodiversity is improving, but the narrative of it as an obstacle to success, rather than a driver of it, needs to change.

Recent research by Barclays revealed a shocking 96% of neurodiverse business founders said they face discrimination due to their neurodiversity, with almost half reporting experiencing it either ‘regularly’ or ‘always’.

Moreover, 78% said they have felt compelled to actively hide their neurodivergence in business settings.

These findings bring to light the extent to which neurodiverse folk feel they cannot be their true, authentic selves in their day-to-day lives.

It’s perhaps not unsurprising, therefore, that two thirds of respondents reported struggling to find traditional employment prior to launching their business precisely because of their neurodivergence. I can relate, and this is as sad as it is harmful to business.

True innovation is realised when challenges are approached through a rich tapestry of diverse minds and discordant thought

Ideas upon which the most innovative companies are based so often germinate from the fertile minds of those who process the world a little differently – we should be unstinting in our ambition to empower them to flourish.

Imagine a world where every mind thinks alike, follows the same paths and solves problems in the same way. It might sound like a utopia of harmony but, in reality, it would likely be a dystopia of stagnation and echo chambers. True innovation is realised when challenges are approached through a rich tapestry of diverse minds and discordant thought.

In today’s rapidly evolving world, the ability to innovate and solve complex problems is no longer just a competitive edge: it can be a necessity for survival. The demand for creative and unconventional thinking has never been more evident, and neurodiversity – the recognition of varied neurological conditions and ways of processing the world – may be one of an organisation’s most underutilised assets.

Rather than being the dastardly villains they’ve been portrayed as, the pirates who sailed during the Golden Age of Piracy were an inclusive and fair community

I have been re-watching the Pirates of the Caribbean films with my son (any excuse!) and was reminded of the marvellous book Be More Pirate by Sam Conniff.

It’s a manifesto, if you will, of how to buck the trend, overthrow the normal way of doing things, zig where others zag, and get stuff done to have a positive impact in the world. Conniff draws on the past as inspiration – namely the so-called Golden Age of Piracy between 1650 and 1720 – to positively challenge some of our ingrained myopia when it comes to the workplace and best business practice.

It may come as a surprise that rather than being the dastardly villains they’ve often been portrayed as, the pirates who sailed during the Golden Age of Piracy were an inclusive and fair community. These pirates lived by a strict code that focused on justice and equality for all. Yes, they were also a bit naughty sometimes, but just stick to the code for now!

For example, any pirate injured in battle received a payout from the ship’s shared pot of money – 800 pieces of eight for a lost leg, 600 for a lost arm and 100 for a lost eye. Pirate communities operated as democracies at a time when many people were excluded from having their say.

They didn’t just challenge the status quo, they changed every flipping thing

Same-sex marriage was accepted and celebrated aboard pirate ships. Surviving records from the 1690s onwards reveal all members of pirate crews were given a vote, including women. It would be another 240 years for women to get the vote in the UK. These pirates — men and women from multiple nations and backgrounds — weren’t afraid to change how things had always been when they realised how things could be.

What’s so profound and potent about the 18th century pirates who outwitted the navy for the best part of 30 years, is that they didn’t just break rules in purposeless anarchy, they fundamentally rewrote them. They didn’t just reject a society, they re-imagined it. And they didn’t just challenge the status quo, they changed every flipping thing.

We’re increasingly too wedded to unproven short-term models, and I don’t think it’s too much of a stretch to say we have a homogenisation problem. We have a bunch of people that dress the same, that talk the same, that do the same things. That is killing innovation. Innovation doesn’t happen in environments where groupthink is happening.

If we were all a bit more pirate the world in which we work would be a whole heap more inclusive, productive, innovative and, dare I say, fun!?

The inclusion of neurodiverse talent can not only combat the risk of groupthink but can also propel organisations toward groundbreaking and unconventional ideas. Breaking free from conformity can help achieve sustained competitive advantage, enhanced problem solving, improved employee satisfaction and resilient organisational culture.

Breaking down traditional hierarchies creates more inclusive environments, and pirates were surprisingly ahead of their times in terms of diversity, equity and inclusivity. It was because pirates existed in the shadows, in the margins of society — overthrowing societal conventions and creating their own counterculture.

I don’t know about you but I can’t help think that if we were all a bit more pirate (with some obvious caveats!) then the world in which we work would be a whole heap more inclusive, productive, innovative and, dare I say, fun!?

By breaking down these barriers, organisations can drive toward establishing a more innovative workforce

Addressing these issues requires a proactive approach from both individuals and organisations. Increasing awareness and understanding of neurodiversity, including the different thinking and learning styles of neurodiverse professionals, as well as fostering an inclusive workplace culture, are crucial steps towards ensuring neurodiverse professionals are not only recognised but celebrated for their contributions.

By breaking down these barriers, organisations can drive toward establishing a more innovative workforce, fuelled by the boundless creativity and problem-solving prowess of true diversity.

Embracing neurodiversity isn’t merely a nod to inclusivity; it’s a shift towards unleashing the full potential of human ingenuity and it should be considered a collective responsibility to help champion these talents that may be hidden.

Phil Wickenden is founder of Ad Lucem

MARTIN Lewis has issued a warning to those aged between 45 and 73 ahead of an important HMRC deadline.

The financial guru told listeners of his podcast they should “sit up and listen” about the importance of buying National Insurance (NI) years to boost their state pension.

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To qualify for any state pension, you need a minimum of 10 years’ worth of NI contributions, and 35 years are required to receive the full amount.

If you took a career break you may have gaps in your NI record, which could reduce your entitlement.

However, workers can choose to buy years they were missing to ensure they meet the full qualifying years for the state pension.

Martin said an important deadline is approaching for those aged 40 to 73 to buy back years to help top up their state pension.

People have until April 2025 to buy back any missing NI years from the period 2006-2016.

Usually, there are strict time limits on buying back these years.

But when the new state pension was introduced in 2016, it was relaxed to help people with the transition.

This was supposed to end in April 2023 but was extended until April 2024.

However, from May 2025, you will only be able to buy back six tax years starting from 2019.

While there are six months to go, Martin said people should act fast, especially those aged between 40 and 73.

That is because anyone under 73 can make voluntary pension contributions, as it’s expected everyone under this age will claim the new state pension.

He said: “[People] between the age of 40 and 73 should be checking whether it is right for them, and you should be doing it now.

“Don’t become a deadline buster, where you’re doing it on the last day, get it done sooner.”

You have to pay money to buy back National Insurance years, with the figure for a full year usually costing £825.

The money-saving pro added that if you are just missing a week off a full year you can pay around £15 to ensure you are not missing out.

He added: “Some people might find they have a partial year, and it’s, therefore, a lot cheaper.

“This becomes even more lucrative in their case, to make sure they just get over that final hurdle and do a full year.”

Martin said people who pay £825 or less to buy National Insurance years, many gain up to £5,400.

This can rise to well over £10,000, with one listener sharing how she bought back seven years and gained £50,000 pounds.

How to top up National Insurance contributions and how much you can get

Buying back missing years can be really valuable, but it can be costly.

For example, if you fill gaps between 2006/07 and 2015/16, you’ll pay the 2022/23 rates for contributions.

It is worth £15.85 a week, which means it costs £824.20 to buy one year of contributions.

As the state pension was £185.15 per week in 2022/23, this boost would add £5.29 per week or around £275 per year. 

Although you’d have to pay £8,242 (10 lots of £824.20), the annual state pension boost would be around £2,750.

Someone who was retired for 20 years would get back around £55,000 in total (before tax).

Anyone under 73 can make voluntary pension contributions, as it’s assumed everyone under this age will claim the new state pension.

If you’re below the state pension age, you can check your state pension forecast by visiting www.gov.uk/check-state-pension to determine if you’ll benefit from paying voluntary contributions.

You can also contact the Future Pension Centre by calling 0800 731 0175.

If you’ve reached state pension age, contact the Pension Service to find out if you’ll benefit from voluntary contributions.

You can contact this service in several different ways by visiting www.gov.uk/contact-pension-service.

You can usually pay voluntary contributions for the past six years.

The deadline is April 5 each year.

For example, you have until April 5, 2030, to compensate for gaps in the tax year 2023 to 2024.

The deadline has been extended for making voluntary contributions for the tax years 2016 to 2017 or 2017 to 2018.

You now have until April 5, 2025, to pay.

Find out how to pay for your contributions by visiting www.gov.uk/pay-voluntary-class-3-national-insurance.

Investing strategies for your 30s

When you reach your 30s, investing is a great way to expand your finances and make sure you are doing everything you can for your future. If you have already started, then there could be ways to improve your investment strategies. If you are a beginner investor in your 30s then this will help you find the strategies for you.  

If you are a beginner to investing, then you can find out how it works here. 

A study by robo-advisor Personal Capital found that the average age people begin investing is 33.3 years. It’s important to understand that starting now can significantly impact your financial future. The earlier you start investing, the more time your money has to grow through the power of compound interest. Compounding can exponentially increase your returns over time, making it one of the most effective strategies for wealth accumulation. Use our compound interest calculator.

Your 30s are a pivotal time to establish or refine your investment strategies. By understanding your limits, seeking diversification, clarifying your goals, considering homeownership, investing in stocks with just a little risk and committing to regular reviews, you can create a strong financial foundation for your future. Starting now will set you on the path to achieving your financial aspirations, no matter when you begin. 

So, take a look at some key investing strategies for your 30s. 

Check out Investing strategies for your 20s.

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View more on these topicsAdvisers Podcast

In this episode of The Weekend Essay, Amanda Newman Smith discusses the challenge of balancing old clients while attracting new ones. She compares the marketing of The Cure’s new album with the financial advice industry, noting the importance of evolving without losing loyal customers. Amanda also highlights the difficulties young advisers face entering the field, as firms often hesitate to hire them due to their limited experience. She argues that supporting younger talent is crucial for the future of the profession and maintaining a healthy client base. Listen now:

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